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Nikka Whisky | No Labels | 2025
When Every Label Was Stripped Away, What Remained / Nikka Whisky "No Labels"
They peeled the labels off the bottles. And they peeled the assumptions off people, too. That's the moment whisky became a way of living.
Industry
alcohol
6 articles
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Coors Light | Coors Lights Out | 2023
A commemorative can in 48 hours, sold out in 24, beating the official beer with $0 sponsorship / Coors Light "Coors Lights Out"
In August 2023, a foul ball from Shohei Ohtani smashed an LED module on a Coors Light sign at Citi Field. A black dot of missing pixels appeared right above the can. Normally this would end with a quiet "sorry, we'll fix it," but Rethink turned it into a commemorative can recreating that black square — released just 48 hours later. It's reaction marketing at its finest.
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眞露 | 恋スル！チャミスル シーズン1／恋するチャミスル シーズン2 | 2022
Six and a Half Minutes of Nonstop "So Relatable!" Moments / Jinro "Falling for Chamisul"
A forbidden romance across class lines, amnesia, a rich young heir, the fiancée of a company president's daughter—this ad packs in every K-drama plot twist you've ever seen, and I couldn't stop watching all six and a half minutes of it.
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CERVEZA SALTA | TOOTH IMPLANT | 2015
This Is a Condom Ad / CERVEZA SALTA "TOOTH IMPLANT"
A rugby player loses a tooth during a match. It happens all the time. But this campaign actually implanted a 'tooth that doubles as a bottle opener' in place of the lost one. The surgery, the bottle-opening scene—it's all real. This project won a Titanium Lion at Cannes Lions 2015.
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HEINEKEN | AUDITORIUM | 2010
The Classical Concert Trap / HEINEKEN "AUDITORIUM"
On October 21, 2009, 1,000 football fans gathered at an auditorium in Milan, with no idea they were walking straight into a trap.
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GUINNESS | BLACK POT | 1976
Slowly Putting Away the Black / GUINNESS "BLACK POT"
This Guinness ad won the Grand Prix at Cannes in 1976. It seems to pair two quiet moments: a player sinking the black ball in snooker, and someone slowly drinking down a Guinness. "Slowly putting away the black" — both are about putting away something black, and neither should be rushed.